The campaign goals were to expand the consumer base to a younger demographic, educate the consumers on the benefits of locally sourced and sustainable food, bring awareness to community food insecurity, and provide an easy way for people to help while also benefiting their busy lifestyles.  The designs have met these goals by catering to the preferences of younger audience members, including imagery that illustrates how the food is sourced, and adding emphasis to how their action of signing up can have a positive impact on their community. 

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The target audience prefers brevity, imagery driven content, equality, and social awareness.  The designs effectively deliver the message to the target audience by meeting these preferences and highlighting aspects of the brand that speaks to their morals.  The chosen images feature people from varying ethnic backgrounds to illustrate community and inclusion.  The tagline, sub-headers, and calls-to-action are kept brief and given special emphasis within the visual hierarchy.  The chosen imagery also focuses on the local farmers, speaking to the target audience’s social awareness. 

 

The magazine advertisement highlights the call-to-action by placing it behind a green background and increasing the size and weight of the font.  It also stands alone within its own section of content at the bottom of the page where viewer’s eyes will settle.  The leaderboard advertisement features an animated button saying, “Sign Up” while the carousel advertisement focuses on highlighting the positive impact of becoming involved.

 

When it comes to consistency, each component within this multi-channel campaign uses the primary colors and two secondary colors (eggplant and wheat), the same shape, the same images, the same tagline, and the full-color logo.  When creating sections of content, I use white, avocado, and wheat colors to create separation.  This similarity in the use of shapes and colors has created a style that’s consistent across every component.

 

The advantage of working with the magazine medium is the size of the available canvas, although this also means that more copy is also present, which can be a challenge when designing for an audience that prefers brevity.  By breaking up the text and carefully emphasizing important areas of the copy, I was able to find a balance between this strength and weakness.

 

The leaderboard was quite the opposite: the canvas is incredibly small, and visual elements had to be carefully placed.  The compromise here was to only include one image and focus on emphasizing the message and call-to-action.

 

The carousel challenge was deciding what would be consistent and what would change from panel to panel.  I kept the logo consistent by using other visual elements to create a flow from one panel to another.  The compromise here was to not include a button call-to-action but to instead leave that step up to the consumer, who can click on the profile of the company in the social media app. 

 

The shape I chose from the style guide was favored because of its ability to create flow when layered.  By applying colors to the layers, I was able to create separation between sections for copy and sections for images.  The chosen imagery reflects people from diverse backgrounds but also the setting in which consumers will use the products: the kitchen and dining room.  Each image has bright lighting, a varied color palette, and each person is smiling.